The Brand Identity award recognises the centre's successful joint venture with the neighbouring Millennium Forum to bring the Centre Stage School weekends to the city between May and October 2006.

Foyleside centre manager Des Farrell said: "The award is fabulous recognition for both the Millennium Forum and Foyleside following a fantastic drama initiative. The young people who participated in the workshop benefited tremendously from top quality drama coaching but we at Foyleside were able to host the event and enhance the shopping experience through the performances that took place on our stage."

Budding young drama enthusiasts were given the opportunity to work with skilled professionals to devise scripts and work on performances specifically for a shopping centre environment. The project attracted young people, their parents and families from across the city and beyond, leading to increased footfall on the performance days and the weekends either side.

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